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Foundations of Sport Business

Foundations of Sport Business

Everything you need to know to get started on a career in sport. Learn from highly experienced industry professionals. Access 1-on-1 careers advice with our speakers. Boost your employability. Expand your network. Get connected.

  • Learn from industry experts
    Our speakers are leaders in sport business. Benefit from their practical, first-hand experience in the industry. Contemporary learning and real-world case-studies.
  • Access our speakers
    We offer exclusive 1-on-1 access to our speakers for careers advice and networking. Subject to speaker availability and additional fees.
  • Boost your employability
    Our applied, employer-led learning will greatly enhance your employability. Connect with our Employment Partners for job opportunities in the sector.
  • Flexible learning
    Learn online at your own pace and via any device. The course is accessible, flexible and affordable.
  • Live drop-ins
    Regular live drop-ins with our Academic Director, Dr Rob Wilson. Live guest lectures with industry leaders.
  • Get your certificate
    Complete the course and receive your InSport Education Foundations of Sport Business certificate to add to your LinkedIn.


Learn from the best. Course speakers have worked at these sports companies – and more

  • FIFA
  • The Football Association
  • Formula 1
  • Nike
  • Sky Sports
  • DAZN
  • British and Irish Lions
  • England and Wales Cricket Board
  • International Olympic Committee
  • The Athletic


1-on-1 careers advice. Participants on the course can book exclusive 1-on-1 sessions with our speakers. This is an extraordinary opportunity to connect with industry leaders for personalised careers advice, sport business insights, additional tutoring and networking.


  • Build on your course learning to dive deeper into the topics you’re passionate about with real-world experts
  • Get invaluable advice on careers and employment opportunities from those at the top of the industry
  • Expand your network with high-level connections to sport business decision-makers

Course Curriculum

Introduction to Sport Business

  • Welcome to the Foundations of Sport Business

  • Why is Sport Special? – Dame Heather Rabbatts, former Board Member at The FA

  • The Story of Modern Sport – Lord Colin Moynihan, former UK Minister for Sport

  • The Structure of Sport – James Allen, Director at Counsel Ltd

  • The Sport Business Environment – Dr Rob Wilson, Head of Department at Sheffield Business School

  • Sport for Development – Andy Reed, Director at SajeImpact and The Sports Think Tank

  • Sustainability in Sport – Julia Pallé, Sustainability Director at Formula E

  • Sport Finance: Football as a Case Study – Kieran Maguire, Author of The Price of Football

  • Purpose-Led Sport Business – Paul Bennett, Global Brand Director at AXA

  • Leadership in Sport Business – Andy Sutherden, Former Head of Brand Consulting at CAA

  • Diversity, Equality, and Inclusion in Sport Business – Liseli Sitali, Founder and Host of In Her Corner

  • The Growth of Women’s Sport – Rebecca Smith, Global Executive of the Women’s Game at COPA90


Jobs in Sport Business

  • Sports and Media Rights – Tim Dowd, Former Insight Director at Sky

  • Sport and Media – Clair Ashley, Director at Vero Communications and Jules Perkins, Sports Media Consultant at Vero Communications

  • Sponsorships and Partnerships – Michelle Webb, Commercial Director at the NFL

  • Sports Marketing – Dave Williams, Former Head of Marketing Europe, PR and Investor Relations at Puma

  • Sport Business Consultancy – Rob Pope, Former Head of Strategy at brandRapport

  • Sport Law – Rowena Samarasinhe, Partner at LEVEL Law

  • Data Analytics in Sport Business – Andrew Serio, Senior Consultant at 21st Club

  • Finance and Investment in Sport – James Stebbing, General Counsel at British & Irish Lions and 6 Nations Rugby

  • Introduction to Esports – Sam Cooke, Founder and Managing Director at Esports Insider

  • Careers in the Sport Industry – Euan Frizzell, Principal at Odgers Berndtson


Case Studies in Sport Business


  • How We Define our Commercial Proposition – Tim Hunt, Commercial and Marketing Director at Williams F1

  • How We Use Technology – Michael Cole, Chief Technology Officer at the European Tour

  • A Look at Wolves FC – Hanspeter Senoner, International Partnerships Team at Wolves FC

Apply Here

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